The new BlackBerry 10 smartphone is displayed during the global launch of the new BlackBerry 10 in Toronto on Wednesday, Jan. 30, 2013. / Nathan Denette AP

by Scott Martin, USA TODAY

by Scott Martin, USA TODAY

SAN FRANCISCO -- Research In Motion's launch of its new BlackBerry 10 line of smartphones today got a thumbs-down on Wall Street.

Shares of Waterloo, Ontario-based RIM, which is changing its name to BlackBerry, nose-dived nearly 10% to $14.16 following the debut.

RIM CEO Thorsten Heins unveiled two smartphones, a touch-based model and a Qwerty keyboard one, at an event in New York City. The devices are RIM's move to take on Apple's iPhone and Samsung's Galaxy line, gobbling away its market position.

In a bid to increase its cool quotient, the BlackBerry maker signed on Alicia Keys as its global creative director.

Sales of RIM's smartphones worldwide are expected to decline 36% from 2012 to 2016, according to Gartner. The researcher forecasts that RIM's shrinking market will hit 1.1% in 2016, compared with 55% for Google's Android, 11% for Apple's iOS and 9.7% for Microsoft's Windows.